Abstract：Based on cognitive theory, this paper aims at finding out the translation strategies of metaphor applied in the commercial advertisements from English to Chinese. After a review of the definitions and characteristics of metaphor, the paper discusses the translation of metaphor from cognitive point of view and based on cognitive theory and an analysis of plenty of examples, translation strategies are elaborated with the purpose of enriching the study of translation and that the research will be meaningful for people to understand various advertisements as focus has been put on vivid embodiment of metaphorical characteristics, as the research object, the author intends to enrich the study of translation and hopes that the research will be meaningful for people to understand various advertisements.

Keywords: advertising; metaphor; cognition; translation

摘要：本文旨在以英文广告语为研究对象，从认知理论的角度来对英语广告中隐喻的翻译策略及实例进行研究。本文首先回顾了隐喻的意义和特点，再从认知理论的角度探讨了隐喻的翻译，最后结合案例分析，提出了一些针对英文广告中隐喻的具体翻译策略。作者选择颇具隐喻特性的英文广告语为对象，目的在于提高英文广告汉译的质量，加强对外经济文化交流。

关键词：广告；隐喻；认知；翻译